Persuasive Speaking

Introduction and Overview Characteristics of persuasion Types of persuasion Creating a persuasive message Building credibility

Characteristics of Persuasion Definition: the process of motivating someone though communication, to change a belief, attitude of behavior.

Components of Persuasion Not coercive Usually incremental Social Judgment Theory: when members of an audience hear a persuasive argument they compare it to opinions they already hold. So…present an opinion that falls within the latitude of noncommitment, then progress.

Components of Persuasion, cont. Interactive Example: Transactional Model of Communication Can be ethical Ethical persuasion: communication in the best interest of the audience that does not depend on false or misleading information to change an audiences attitude of behavior.

Types of Persuasion Type of proposition Fact Value Policy True vs. false, yes vs. no Value Opinions, beliefs Policy Opinion and a specific course of action

Types of Persuasion, cont. By desired outcome Convincing Change the way the audience thinks Actuating Move the audience to a specific behavior

Types of Persuasion, cont. By directness of approach Direct vs. indirect persuasion

Creating the Persuasive Message Set a clear, persuasive purpose Structure the message carefully 1. Describe the problem 2. Describe the solution 3. Describe the desired audience response Use solid evidence

Creating the Persuasive Message Avoid fallacies: an error in logic Ad hominem: attack on the person instead of the argument Reduction to the absurd: taking arguments to the extreme; exaggerating Either-or: sets up false alternatives; reject one and the other follows Post-Hoc: one event causes another Appeal to authority Bandwagon appeal

Building Credibility as a Speaker “A good man speaking well.” Quintillion

Building Credibility as a Speaker Aristotle Logos: logic, clear arguments Ethos: credibility Pathos: appeal to emotion

Building Credibility as a Speaker Credibility defined Believability Based on perception only, not reality 3 C’s Competence: speakers expertise Character: trust Charisma: enthusiasm and likeability

Gass & Seiter (2003) on Credibility Be prepared Use proper citations For both other sources and yourself Be honest and sincere Display goodwill Communicate assertively Avoid powerlessness